Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
권호 표지
DOI QR코드

DOI QR Code

The Relationship between Organic Products Familiarity, Perceived Value, and Purchase Intention : An Empirical Study

유기농 제품 친숙성, 인식된 가치 및 구매 의도 사이의 관계 : 경험적 연구

  • Girish, V.G. (Department of Business Administration, Catholic University of Korea)
  • Received : 2017.11.09
  • Accepted : 2018.05.04
  • Published : 2018.05.31
Download PDF
⟨ Previous Next ⟩

Abstract

Product familiarity is vital to assess the purchase intention of consumers. In this study, a conceptual model was proposed to investigate the relationship among organic products familiarity, perceived value (measured by quality, emotional, price and social dimensions), and the purchase intention of students. The model was empirically tested using questionnaire survey data collected from 235 university students. The results reveal that organic products familiarity is positively associated with quality, emotional value, price value and social value. On the other hand, emotional value, price value and social value is also positively associated with purchase intention whereas quality shows insignificant relationship with purchase intention. Overall, the result shows students have positive outlook about their intention to purchase organic products.

Keywords

References

  1. Alba, J. W. and J. W. Hutchinson. 1987. Dimensions of Consumer Expertise. Journal of Consumer Research. 13(4): 411-454. https://doi.org/10.1086/209080
  2. Anderson, J. C. and D. W. Gerbing. 1988. Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach. Psychological Bulletin. 103: 411-423. https://doi.org/10.1037/0033-2909.103.3.411
  3. Asshidin, N. H. N., N. Abidin, and H. B. Borhan. 2016. Perceived Quality and Emotional Value that Influence Consumer's Purchase Intention towards American and Local Products. Procedia Economics and Finance. 35: 639-643. https://doi.org/10.1016/S2212-5671(16)00078-2
  4. Azjen, I. 1991. The Theory of Planned Behavior. Organizational Behavior Human Decision Process. 50(2): 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  5. Bagozzi, R. P. and Y. Yi. 1988. On the Evaluation of Structural Equation Models. Journal of Academy of the Marketing Science, 16(1): 074-094. https://doi.org/10.1007/BF02723327
  6. Bartels, J. and M. J. Reinders. 2016. Consumption Apart, Together : The Role of Multiple Identities in Sustainable Behavior. International Journal of Consumer Studies. 40: 442-452.
  7. Bauer, H. H., D. Heinrich, and D. B. Schafer. 2013. The Effects of Organic Labels on Global, Local, and Private Brands: More Hype than Substance?. Journal of Business Research. 66(8): 1035-1043. https://doi.org/10.1016/j.jbusres.2011.12.028
  8. Bhaskaran, S., M. Polonsky, J. Cary, and S. Fernandez. 2006. Environment Sustainable Food Production and Marketing: Opportunity or Hype?. British Food Journal, 108(8): 677-690. https://doi.org/10.1108/00070700610682355
  9. Burden, S. 1998. Current Trends and Issues in the Retail Sector. European Venture Capital Journal, 1: 1-5.
  10. Chen, Y. R. 2017. Perceived Values of Branded Mobile Media, Consumer Engagement, Business-consumer Relationship Quality and Purchase Intention: A study of WeChat in China Public Relations Review, http://dx.doi.org/10.1016/j.pubrev.2017.07.005.
  11. Du, S., J. Bartels, M. Reinders, and S. Sen. 2017. Organic Consumption Behavior: A Social Identification Perspective. Food Quality and Preference. 62: 190-198. https://doi.org/10.1016/j.foodqual.2017.07.009
  12. Fishbein, M. and I. Ajzen. 1975. Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Reading (MA): Addison-Wesley.
  13. Fornell, C. and D. F. Larcker. 1981. Evaluating Structural Equation Models with Unobserv- able Variables and Measurement Error, Journal of Marketing Research, 18(1): 39-50. https://doi.org/10.2307/3151312
  14. Ghazali, E., P. C. Soon, D. S. Mutum, and B. Nguyen. 2017. Health and Cosmetics: Investigating Consumers' for Buying Organic Personal Care Products. Journal of Retailing and Consumer Services. 39: 154-163. https://doi.org/10.1016/j.jretconser.2017.08.002
  15. Grubb, E. L. and H. L. Grathwohl. 1967. Consumer Self-concept, Symbolism and Market Behavior: A theoretical Approach. Journal of Marketing. 31(4): 22-27. https://doi.org/10.2307/1249461
  16. Hair, J. F. Jr., R. E Anderson, R. L. Tatham, and W. C. Black. 1998. Multivariate Data Analysis, (5th Edition). Upper Saddle River, NJ: Prentice Hall.
  17. Hair, J. F. Jr., W. C. Black, B. J. Babin, and R. E. Anderson. 2006. Multivariate Data Analysis, Sixth Edition. New Jersey: Pearson Prentice Hall.
  18. Hair, J. F. Jr., W. C. Black, B. J. Babin, and R. E. Anderson. 2010. Multivariate Data Analysis (7th ed.) New Jersey : Pearson Prentice Hall.
  19. Hollebeek, L. D. and T. Chen. 2014. Exploring Positively Versus Negatively Valenced Brand Engagement : A Conceptual Model. Journal of Product and Brand Management. 23 (1): 62-74. https://doi.org/10.1108/JPBM-06-2013-0332
  20. Hughner, R. S., P. McDonagh, A. Prothero, C. J. Shultz, and J. Stanton. 2007. Who are Organic Food Consumers? A Compilation and Review of Why People Purchase Organic Food. Journal of Consumer Behavior, 6(2-3): 94-110. https://doi.org/10.1002/cb.210
  21. Jaeger, S. R., K. L. Rossiter, and K. Lau. 2005. Consumer Perceptions of Novel Fruit and Familiar Fruit: A Repertory Grid Application, Journal of the Science of Food and Agriculture. 85: 480-488. https://doi.org/10.1002/jsfa.2008
  22. Jannsen, M. and U. Hamm. 2012. Product Labelling in the Market for Organic Food: Consumer Preferences and Willingness- to -Pay for Different Organic Certification Logos. Food Quality and Preference. 25: 9-22. https://doi.org/10.1016/j.foodqual.2011.12.004
  23. Larsson, B., M. Andersson, and C. Osbeck. 2010. Bringing Environmentalism Home Childern's Influence on Family Consumption in the Nordic Countries and Beyond. Childhood. 17(1): 129-147. https://doi.org/10.1177/0907568209351554
  24. Lenzen, M. and J. Murray. 2001. The Role of Equity and Life Styles in Education about Climate Change: Experience from a Large-scale Teacher Development Program. Canadian Journal of Environment Education. 6: 32-51.
  25. Lin, H. 2007. Predicting Consumer Intentions to Shop Online: A empirical Test of Competing Theories. Electronic Commerce Research and Application. 6(4): 433-442. https://doi.org/10.1016/j.elerap.2007.02.002
  26. McEachern, M. G. and J. Willock. 2004. Producers and Consumers of Organic Meat: A Focus on Attitudes and Motivations. British Food Journal. 106: 534-552. https://doi.org/10.1108/00070700410545737
  27. Michaelidou, N. and L. M. Hassan. 2008. The Role of Health Consciousness, Food Safety Concern, and Ethical Identity on Attitudes and Intentions towards Organic Food. International Journal of Consumer Studies. 32(2): 163-170. https://doi.org/10.1111/j.1470-6431.2007.00619.x
  28. Norman, D., L. Bloomquist, R. Janke, S. Freyenberger, J. Jost, B. Schurle, and H. Kok. 2000. The Meaning of Sustainable Agriculture : Reflections of some Kansas Practioners. American Journal of Alternative Agriculture. 15: 129-136. https://doi.org/10.1017/S088918930000864X
  29. O'Mahony, B. and A. Lobo. The Organic Industry in Australia: Current Trends and Future Trends. Land Use Policy.
  30. Radman, M. 2005. Consumer Consumption and Perception of Organic Products in Croatia. British Food Journal. 107(4): 263-273. https://doi.org/10.1108/00070700510589530
  31. Ramayaha, T., J. W. C. Lee, and O. Mohamad. 2010. Green Product Purchase Intention: Some Insights from a Developing Country. Resource, Conservation and Recycling. 54: 1419- 1427. https://doi.org/10.1016/j.resconrec.2010.06.007
  32. Sawyer, A. G. and P. R. Dickson. Psychological perspectives on consumer response to sales promotion. In K. E. Joez (Ed.). Research on sales promotion collected papers. 47-62. Cambridge, MA: Marketing Science Institute.
  33. Schifferestein and O. Ophius. 1998. Health-related Determinants of Organic Food Consumption in the Netherlands. Food Quality and Preference, 9(3): 119-133. https://doi.org/10.1016/S0950-3293(97)00044-X
  34. Singh, A. and P. Verma. 2017. Factors Influencing Indian Consumers' Actual Buying Behavior Towards Organic Food Products. Journal of Cleaner Production. 167: 473-483. https://doi.org/10.1016/j.jclepro.2017.08.106
  35. Sweeney, J. C. and G. N. Soutar. 2001. Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing. 77: 203-220, 66: 331-339. https://doi.org/10.1016/S0022-4359(01)00041-0
  36. Tsakiridou, E., K. Mattas, and I. Tzimitra-Kalogianni. 2006. The Influence of Consumer Characteristics and Attitudes on the Demand of Organic Olive Oil. Journal of International Food Agri. Business Market. 18(3/4): 23-31. https://doi.org/10.1300/J047v18n03_03
  37. Varshneya, G. and G. Das. 2017. Experiential Value :Multi-Item Scale Development and Validation. Journal of Retailing and Consumer Services. 34: 48-57. https://doi.org/10.1016/j.jretconser.2016.09.010
  38. Vermier, L. and W. Verbeke. 2008. Sustainable Food Consumption among Young Adults in Belgium: Theory of Planned Behavior and the Role of Confidence and Values. Ecology Economics. 64(3): 542-553. https://doi.org/10.1016/j.ecolecon.2007.03.007
  39. Yazdanpanah, M. and M. Forouzani. 2015. Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production 107: 342-352. https://doi.org/10.1016/j.jclepro.2015.02.071
  40. Zeithaml, V. A. 1988. Consumer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing. 52(July): 2-22. https://doi.org/10.2307/1251446